972.221.4600 │ RideDCTA.net

UNT Gateway Center, Room 43 801 N Texas Blvd, Denton, TX 76201

Special Called Board of Directors Work Session

February 25, 2016 │ 9:00 a.m.

CALL TO ORDER PLEDGE OF ALLEGIANCE TO US AND TEXAS FLAGS INVOCATION WELCOME AND INTRODUCTION OF VISITORS

1. Routine Briefing Items a. Strategic Planning / Development Update b. Marketing and Communications Update c. Capital Projects Update d. Transit Operations Update

2. Items for Discussion

a. Key Challenges/Opportunities b. Development Near DCTA Rail Stations c. Proposed Improvements to Current Operations d. Expansion of Service Area e. Defining a Path Forward f. Wrap-up and Next Steps

3. Convene Executive Session. The Board may convene the Special Called Board

of Directors Work Session into Closed Executive Session for the following: a. As Authorized by Section 551.071(2) of the Texas Government Code, the

Work Session or the Regular Board Meeting may be Convened into Closed Executive Session for the Purpose of Seeking Confidential Legal Advice from the General Counsel on any Agenda Item Listed Herein.

b. As Authorized by Texas Government Code section 551.071 consultation with General Counsel regarding pending litigation Cause No 2011-30066-211; URS Corporation v. Denton County Transportation Authority; 211th District Court, Denton County, Texas.

4. Reconvene Open Session

a. Reconvene and Take Necessary Action on Items Discussed during Executive Session.

5. ADJOURN

Chair – Charles Emery Vice Chair – Paul Pomeroy

Secretary – Richard Huckaby Treasurer – Dave Kovatch

Members – Skip Kalb, Doug Peach, Jim Robertson, Tom Winterburn,

Don Hartman, George A. Campbell, Allen Harris, Carter Wilson, Connie White President – Jim Cline

The Denton County Transportation Authority meeting rooms are wheelchair accessible. Access to the building and special parking are available at the main entrance. Requests for sign interpreters or special services must be received forty-eight (48) hours prior to the meeting time by emailing rcomer@dcta.net or calling Rusty Comer at 972-221-4600. This notice was posted on 2/19/2016 at 12:28 PM. _______________________________________________ Rusty Comer, Public Information Coordinator

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Board of Directors Memo February 25, 2016 Subject: Strategic Planning & Development Update PRIORITY PROJECTS

SERVICE PLANNING: “Shaping Our Future” Lewisville & Highland Village Service Review & Analysis

• Final recommendations were presented at the February Program Services Committee meeting.

• Solutions for Highland Village have been developed and forwarded to Operations for implementation.

Denton Service Review & Analysis

• Near final recommendations were presented at the February Program Services Committee meeting.

High Intensity Bus Corridors (Regional Express Bus Service)

• These high intensity bus corridors are being incorporated as proposed corridors into the 2040 Regional Mobility Transportation Plan.

Service Expansion within New Service Areas

• Staff is being responsive to requests from non-member cities interested in exploring transit solutions to meet the demands within their communities.

DEVELOPMENT

Downtown Denton Parking • In coordination with the Union Pacific Railroad and the NCTCOG, DCTA is working with City of Denton

staff to identify solutions addressing downtown parking shortages, aesthetics, noise mitigation and safety enhancements.

Hebron Station

• Staff is working with the Huffines developers to identify an opportunity to connect the Hebron 121 Station development to the Hebron Station through a driveway as well as a bike and pedestrian trail for pedestrian access to the station platform.

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ADDITIONAL PROJECTS

• NCTCOG 2040 Mobility Transportation Plan • Transit Oriented Development Coordination • Land Use Planning • NCTCOG Regional Intelligent Transportation Planning • NCTCOG Fleet Acquisition • Grant Strategy Development • UNT Contract Administration & Renewal • NCTC Contract Administration & Renewal • Frisco Contract Administration & Renewal • TxDOT 35W Expansion Coordination • TWU Comprehensive Master Plan • UNT Parking & Transportation Master Plan • Title VI Analysis • DCTA’s Long Range Service Plan Update

OUTREACH EFFORTS

January Activities

2/1 NCTCOG/Frisco Transportation Planning 2/2 Denton City Council/Denton ISD Joint Meeting 2/3 Transit Education Initiative Committee Meeting 2/9 Denton Municipal Airport Logistics Meeting 2/9 City of Denton Pedestrian Infrastructure Meeting 2/9 City of Denton Council Mobility Committee 2/11 Regional Transportation Committee 2/12 Regional Trail Planning 2/19 Northeast Tarrant Transportation Summit 2/23 State of the Cities Luncheon 2/24 35W Coalition Annual Meeting & Luncheon

Submitted by: ___________________________________________ Kristina Brevard, VP, Planning & Development

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Item 1(b)

Board of Directors Memo February 25, 2016 Subject: Marketing & Communications Update MAIN MESSAGES: Corporate Pass Program Update

- Soft launch – late-February/early-March 2016 o To include collateral printing, program administration development, initial research and onboarding of

Community Relations Assistant - Full launch – mid- to late-March 2016

o To include continual research, robust cold-calling, in-person efforts, and ongoing program administration - Materials will include:

o Corporate Pass Program Folder/Brochure with Inserts Inserts include – customized form letter, pricing and terms and conditions

o Welcome Kit Each business will receive one Welcome Kit per CPP ticket purchased Contents include – Program overview, Go Guide, General brochure, How to Ride rack card,

Where’s My Ride brochure, Transit Connections brochure, and GoRequest rack card o Employer Info

Will include – Copy of signed contract, informative poster for breakroom, details on complimentary employee training, and information on the annual survey

- See drafts of materials included in this Board report

Hop on Board Blog Update - Blog Launch – January 11 - Campaign dates – December 14, 2015 through January 24, 2016 - Campaign Results

o 30 new subscribers (compared to a total of 13 subscribers on old blog over a 2-year period of time) o 2,250 total page views (exceeded goal by 837.5%)

New blog site visits allowed us to exceed our annual goal by 18% o Facebook –

81,942 total people reached (exceeded goal by 63.9%) 2,610 total engagements (exceeded goal by 30.5%)

o Twitter – 115,575 total people reached (exceeded goal by 131.2%) 569 total engagements (exceeded goal by 13.8%)

Media Coverage Reports

- Addendum 1 – January 2015 Media Report

MARKETING & COMMUNICATIONS INITIATIVES

Category Initiative Important Dates Brand Planning Video Production (4 Videos) Execution Phase Marketing GO Request Marketing Campaign Development Phase

Commuter Marketing Campaign In Market Brand Marketing Campaign In Market Hop on Board Blog Marketing Campaign Completed

Collateral Development EnRoute News (Mar/Apr Edition) Development Phase Discount Program Options Rack Card Development Phase

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How to Ride Rack Card Development Phase Media Kit Redevelopment Development Phase Corporate Pass Program Collateral Execution Phase Fare Evasion In-Transit Signage Execution Phase

Digital DCTA Website Reskin Planning Phase DCTA Website Content Development (revision) Planning Phase

Public/Media Relations Photo and Film Guidelines Development Phase Media Relations/Crisis Communications Procedures Revamp Development Phase Proactive Pitching Ongoing PR Calendar of Activities Ongoing Media Meet and Greet Activities Ongoing

Social Media Social Media Practices Guidelines Development Phase Social Media Policies and Procedures Development Phase Why I Ride Campaign Development Phase Video Content Campaigns Development Phase General Branding Campaign Execution Phase Campaign Development Ongoing Executive Social Media Plan (Jim Cline Posts) Ongoing Editorial Calendar Execution (Social and Video) Ongoing

Internal Communications Dispatch Rider Alert Manual Development Phase Wheels & Rails (March Edition) Development Phase Monthly Staff Meeting Presentation Ongoing

Events Denton Arts and Jazz Festival Planning Phase Calhoun Middle School Field Trip Planning Phase Hedrick Middle School Field Trip Planning Phase TWU Early Education Fair (3.8.16) Planning Phase TWU Apartment Fair (3.24.16) Planning Phase UNT Spring Housing Fair (3.30.16) Planning Phase

Public Involvement Public Meeting Standard Operating Procedures Execution Phase MySidewalk.com Ongoing

Customer Service Review of Customer Service Initiatives Planning Phase Customer Service Audit Planning Phase Customer Service/Dispatch Rider Alert Manual Development Phase Regular Marketing/Customer Service Strategic Communications Development Phase

Partnership Development Highland Village Service Blog Post Planning Phase (March) Highland Village Utility Insert Execution Phase TWU Requested Signage Execution Phase UNT Mean Green In-Transit Advertising Project Execution Phase

Program Development Safety Program Planning Phase In-Transit Advertising Program Planning Phase Corporate Sales Pass Program Execution Phase Non-Profit Discount Program Execution Phase Group Discount Program Execution Phase

Regional Initiatives Go Pass 2.0 Ongoing NCTCOG Casual Carpool Application Ongoing NCTCOG Air North Texas Ongoing NCTCOG MyRideNCT Ongoing

Administrative Community Relations Assistant Position Candidate Hired MARKETING & COMMUNICATIONS METRICS

Activity Metric Annual Goal Monthly YTD Goal Met Brand Impressions Community Brand Impressions*

Global Impressions 260,000 628 3,263 Confirmed Impressions 7,500 202 984

Media Buy Impressions**

Online/Confirmed Impressions

5M 813,292 2,895,821 Online Click Through Rate 300,000 .15% .11%

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CUSTOMER SERVICE

Activity Metric Annual Goal Monthly YTD Goal Met Provide Excellent Customer Service

Calls Answered >95% 99% 98% Abandoned Calls <3% 1% 2%

Where’s My Ride Total Hits*** 400,000 47,992 162,715 SMS (Texts) 50,000 7,520 32,455 Calls 15,000 7,836 13,410

GORequest Avg. Days/Closeout <3.2 2.92 2.77 Total Entries/10K >3 1.33 1.51 Complaints/10K <5 0.61 0.88 Types of Submittals Complaint – 12; Compliment – 1; Problem – 0; Question – 12; Suggestion –

1 (Note: Complaints are down 29% M/M) Footnote: *Community Brand Impressions:

- Global Impressions are the total number of individuals impacted through events, fairs and sponsorships. - Confirmed Impressions are the total number of one-on-one interactions experienced through events, fairs and sponsorships.

**Media Buy Impressions:

- Online/Confirmed Impressions are the number of individuals who were delivered an online advertisement through marketing campaign efforts. - Online Click Through Rates are the number of individuals who were delivered an online advertisement, clicked on the advertisements, and visited

a directed URL through marketing campaign efforts. ***Where’s My Ride “hits” track all visits to the site. Total hits reported are not unique visitors. ^Media Relations Impressions are the total number of individuals impacted through media relations efforts throughout all communications mediums (i.e. broadcast, print, online, radio, etc.). ^^Publicity Value identifies the financial investment that would be required to receive identical coverage through advertising efforts.

Print Impressions 2M 172,020 498,684 Media Relations Press Coverage Articles About DCTA 300 Placements 26 197 Media Relations Impressions^

Articles About DCTA 165M 5,431,995 105,698,454

Publicity Value^^ Articles About DCTA $1M $44,677 $259,130 Headline Highlights DCTA Adds Shelters and Benches

DCTA to Host Open House Meetings Major Media Outlets Dallas Morning News; KXAS-TV (NBC 5); Denton Record-Chronicle; Mass Transit; Star Local Media Social Media Facebook Likes Increase in Likes 3,000 17 729 Twitter Followers Increase in Followers 1,000 34 218 Digital Website Pageviews 1.5M 85,177 422,356

Top 5 Referring Sites DART, UNT, Denton Holiday Lighting, TWU Portal, Denton County DCTA Blog Confirmed Impressions 3,000 2,743 3,540

Top 3 Referring Sites Facebook, Twitter, Bit.ly (custom link directed through advertising efforts) Go Pass New Downloads Total Count 170,000 12,963 75,263 Tickets Sold Total Count 20,000 2,247 9,001

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Corporate Pass Program Folder (Outside):

Corporate Pass Program Folder (Inside):

DRAFT CREATIVE

FOLDER WHERE CUSTOM INSERTS WILL GO.

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Insert Template:

INSERT TEMPLATE WILL ALSO BE USED FOR THE

CUSTOM LETTER, TERMS & CONDITIONS, AND ANY

OTHER REQUIRED INFORMATION BASED ON THE POTENTIAL BUYER.

DRAFT CREATIVE

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Welcome Kit Overview:

Approved by: _______________________________ Nicole M. Recker

Vice President of Marketing & Communications

DRAFT CREATIVE

PLACE LABEL HERE WITH EMPLOYER CONTACT NAME AND PHONE/EMAIL.

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J A N U A R YE X E C U T I V EM E D I A R E P O R T

DENTON COUNTY TRANSPORTATIONAUTHORITY

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T O T A L M E N T I O N S :

26T O T A L R E A C H :

5,431,995T O T A L P U B L I C I T Y V A L U E :

$44,676.86

J A N U A R Y E X E C U T I V E M E D I A R E P O R TDENTON COUNTY TRANSPORTATION AUTHORITY

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T O T A L I N T E R N E T R E A C H : 4,939,806T O P S T O R I E S : I N T E R N E T

1 County by county: Denton County briefs for Jan. 18OUTLET: Dallas Morning News Online REACH: 3,551,182

2 DCTA adds shelters, benchesOUTLET: Denton Record-Chronicle Online REACH: 171,376

3 Tuesday, January 26 CalendarOUTLET: Denton Record-Chronicle Online REACH: 171,376

4 Monday, January 25 CalendarOUTLET: Denton Record-Chronicle Online REACH: 171,376

5 EventsOUTLET: Denton Record-Chronicle Online REACH: 171,376

J A N U A R Y E X E C U T I V E M E D I A R E P O R TDENTON COUNTY TRANSPORTATION AUTHORITY

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T O T A L B R O A D C A S TR E A C H : 107,995T O P S T O R I E S : B R O A D C A S T

1 NBC5 Today at 6amOUTLET: KXAS-TV REACH: 64,174

2 NBC5 Today at 5amOUTLET: KXAS-TV REACH: 29,606

3 5 Talk StreetOUTLET: KXAS-TV REACH: 14,215

J A N U A R Y E X E C U T I V E M E D I A R E P O R TDENTON COUNTY TRANSPORTATION AUTHORITY

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T O T A L P R I N T R E A C H : 384,194T O P S T O R I E S : P R I N T

1 Denton CountyOUTLET: THE DALLAS MORNING NEWS REACH: 273,053

2 DCTA to host open house meetingsOUTLET: Lewisville Leader (Texas) REACH: 30,600

3 2016 to bring new developments, public safety improvements to LewisvilleOUTLET: Lewisville Leader (Texas) REACH: 30,600

4 DCTA to host open house meetingsOUTLET: Flower Mound Leader (Texas) REACH: 25,024

5 City of Allen mulling public transportation optionsOUTLET: Allen American (Texas) REACH: 17,915

J A N U A R Y E X E C U T I V E M E D I A R E P O R TDENTON COUNTY TRANSPORTATION AUTHORITY

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N U M B E R O F M E N T I O N S B Y M E D I A G R O U P

R E A C H B Y M E D I A G R O U P

J A N U A R Y E X E C U T I V E M E D I A R E P O R TDENTON COUNTY TRANSPORTATION AUTHORITY

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P U B L I C I T Y V A L U E B Y M E D I A G R O U P

F R E Q U E N C Y O F M E N T I O N S O V E R T I M E

J A N U A R Y E X E C U T I V E M E D I A R E P O R TDENTON COUNTY TRANSPORTATION AUTHORITY

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R E A C H O V E R T I M E

P U B L I C I T Y V A L U E O V E R T I M E

J A N U A R Y E X E C U T I V E M E D I A R E P O R TDENTON COUNTY TRANSPORTATION AUTHORITY

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S U M M A R Y F O R 1 / 1 / 2 0 1 6 – 1 / 3 1 / 2 0 1 6

MENTIONS REACH PUBLICITY VALUE

INTERNET 17 4,939,806 $4,422.10

Online Print Version 14 4,939,806 $2,639.69

News Web Sites 3 $1,782.41

BROADCAST 3 107,995 $34,597.55

Television Station Show 3 107,995 $34,597.55

PRINT 6 384,194 $5,657.21

Daily Newspaper 6 384,194 $5,657.21

TOTAL 26 5,431,995 $44,676.86

J A N U A R Y E X E C U T I V E M E D I A R E P O R TDENTON COUNTY TRANSPORTATION AUTHORITY

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1(c)

Board of Directors Memo February 25, 2016 Subject: Capital Projects Update Signal System Enhancements Project Budget: $868,558 Signal System Enhancements Current Date Original Date

Notice to Proceed 10/1/2015 Master Project Schedule 10/29/2015 Functional Design Document 10/31/2015 Safety Plan 11/12/2015 Test Plan 11/12/2015 Product Submittals 11/26/2015 60% Design Review 11/21/2015 90% Design Review 1/19/2016 12/28/2015

100% Design Review 2/13/2016 1/14/2016 Fiber Optic Construction 2/4/2016 12/31/2015 Site Equipment Installation 2/6/2016 2/20/2016 Back Office Integration 3/19/2016 3/12/2016 Contract Closeout 3/31/2016 3/28/2016

• Fiber optic installation is complete. • Site equipment installation is in progress. • The contractor expects project completion by the end of March.

Positive Train Control (PTC) • Project meeting was held February 3, 2016 • Revised PTC Implementation Plan was submitted to the FRA in compliance with

the January 27, 2016 deadline. • Additional meetings are scheduled with the FRA to ensure their understanding

of the systems being installed. • Meeting was held with DGNO to review their PTC obligations and operations on

DCTA • Project remains on schedule for completion by year end 2017.

Lewisville Hike and Bike Trail – Eagle Point Section • DCTA has received the final AFA for execution for the TAP grant for completion

of the Hike and Bike Trail from downtown Lewisville to the Highland Village/Lewisville Lake station. We expect to be ready to bid the project by early June 2016.

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Flood Damage repairs

Issue Initial Cost Estimated DCTA Cost Status

Emergency Response (Herzog)*

$159,000 $39,750 PW submitted as permanent repairs

Track Wash-out repairs* $27,818 $6,954 PW submitted as permanent repairs Replace Crossings $2,341,871 $585,467 Received preliminary FEMA approval.

Engineering for RFP in progress. Bus O&M Electrical repairs* $14,616 $3,654 Submitted as small project permanent

repairs. Signal & Comm. System $122,000 $6,500 Insurance will cover repair with $10k

deductible. FEMA will cover deductible and mitigation.

Scouring and wash-outs $59,844 $14,961 Submitted as small project permanent repairs.

Rail OMF drainage $325,482 $81,371 Preliminary FEMA approval received for repair and mitigation. Engineering for RFP in progress.

Undercut Ballast $761,000 $190,400 Preliminary FEMA approval received for 6000 lf per GPR report. Preparing bid package

Replace flume at Pockrus Page TBD Additional damage occurred in November. Awaiting engineering report and FEMA decision.

* Reimbursement request for previous expenditures.

• Total cost estimate is currently $3,811,631. DCTA cost is estimated to be

$929,057. • The only remaining major project is the Pockrus Page slope collapse. Worst case

estimate from the Engineer is $500k, which would result in a $125k cost to DCTA, if accepted by FEMA.

• Staff will present a capital budget revision to the Board at the February, 2016 Board meeting.

Network Infrastructure Upgrade • DCTA’s Administrative network is now operating on the fiber/microwave

infrastructure along our rail corridor. • The transition to the fiber network was completed on 1/14/16 after thorough

testing of throughput and reliability. • This project is now complete, and procurement of the phone system that relies

on this network upgrade is the next step forward. Final Review: ____________________________

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Board of Directors Memo February 25, 2016

Subject: Transit Operations Report

SYSTEM ON-TIME PERFORMANCE

• FY 2016 YTD, “On Time Performance” (OTP) for the A-train is 99.06% • FY 2016 YTD “On Time Performance” (OTP) for Connect service is 88.35%. On-time

performance has been adjusted to properly reflect departures from each bus stop as well as the final destination.

RIDERSHIP PERFORMANCE

Year to date change in ridership by service type

Service % Change FY 2015 to FY 2016

Color Indicator

Notation No.

All Bus & Rail -1.32% 1 Rail 0.80%

All Bus -2.34% 2 Connect 1.83%

UNT -3.54% 2 NCTC 4.06%

Access -4.86% 3 Connect RSVP -9.50% 4

1. YTD, UNT boardings decreased which negatively impacted bus system ridership. 2. YTD, UNT boardings continue to decline. 3. YTD Access boardings dropped due holidays. 4. RSVP continues to decline. However, the rate of decline is not as fast as in FY 2015.

Color Key Green indicates positive performance Yellow indicates service that will be monitored by staff Red indicates poor performance and needs further research

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Rail and All Bus: Total Boardings

Note: Statistics include A-train, Connect, UNT, NCTC, Access, Connect RSVP, Frisco Demand Response Service, and special movement services.For display purposes, the Y axis origin has been modified.

Rail and All Bus: Total Boardings • YTD boardings for Rail and All Bus declined by 1.85% . • A drop in UNT boardings contributed to this decline.

395

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All Bus: Total Boardings

Note: Statistics include Connect, UNT, NCTC, Access, Connect RSVP, Frisco Demand Response Service, and special movement services. For display purposes, the Y axis origin has been modified.

All Bus: Total Boardings • YTD All Bus dropped by 2.34% (or 20,721 boardings). • YTD, Connect boardings increased by 1.84% (or 3,590 boardings), • In contrast, UNT boardings declined by 3.54% (or 23,750 boardings) YTD. • Some UNT professors held finals early along with declining fuel prices and Rawlings Hall

opening during mid year may have contributed to a drop in UNT ridership.

330

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Rail: Total Boardings

Note: For display purposes, the Y axis origin has been modified.

Rail: Total Boardings • Declining fuel prices and contruction along I-35 are major contributors to declining

boardings this year.

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Rail: Saturday Average Boardings

Note: For display purposes, the Y axis origin has been modified.

• YTD Average Saturday boardings increased by over 9% (or 56 boardings per Saturday) compared to that same period in FY 2015. This is primarily due to record State Fair attendance and very good weather conditions compared to the prior year.

1,233

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Access: Total Boardings

Note: For display purposes, the Y axis origin has been modified.

Access: Total Boardings • YTD boardings decreased by 4.86% (or 500 boardings) compared to that same period in

FY 2015.

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- 7 -

Connect RSVP: Total Boardings

Note: For display purposes, the Y axis origin has been modified.

Connect RSVP: Total Boardings • Connect RSVP ridership descrease, 9.50% YTD, likely due to heavy construction around

the HV/LL station, the demolition of bridge access and offramp access to and from Highland Village which makes meeting on time performance very difficult. In December, another vehicle was added.

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Budgeted 2016 FY 2016 Actuals FY 2015 Actuals FY 2014 Actuals

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- 8 -

Frisco Demand Response Service: Total Boardings

Frisco Demand Response Service: Total Boardings • In January, Frisco Demand Response Service had 260 boardings which is a 36% (or 69

boardings) increase from December.

SAFETY/SECURITY • DCTA Rail Operations Injury-Free Workdays: 1,354 • DCTA Bus Operations Injury-Free Workdays: 154

MAINTENANCE • Right of Way: Routine daily inspections are being performed by the contractor. • Signal/Communications: There were no issues in the month of January. • Stations: DCTA contract operations (HTSI) continues to perform weekly safety

inspections, which have not identified any major issues. • Rail Mechanical: DCTA contract operations (HTSI) reported no mechanical failure

in January.

Final Review: ____________________________

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Board of Director’s Retreat 2016

1. Agency Introduction 2. DCTA Enabling Legislation Chapter 460 3. Board of Director Bylaws 4. Long Range Service Plan 5. New Member Policy 6. Service Performance and Design Standards 7. 2040 Regional Mobility Transportation Planning 8. Agency Performance Report 9. Basic Financial Information

a. Cash Flow Model b. Schedule of Expenditures – Budget Basis (Excluding Depreciation) c. Change in Net Assets - Budget Basis (Including Depreciation)

10. Resources a. Regional Meeting Information b. Agency Acronym List c. APTA’s A Business Case for Investment in Public Transportation d. APTA’s TOD 101Creating Livable Communities With Transit